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What is Parent Aware?

What is Parent Aware?. Name was chosen to keep parents front and center Parent focus groups helped to shape the messaging and marketing approach MELF was key partner . Overall challenges to engaging parents. Face-to-face opportunities vs. website promotion

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What is Parent Aware?

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  1. What is Parent Aware? • Name was chosen to keep parents front and center • Parent focus groups helped to shape the messaging and marketing approach • MELF was key partner

  2. Overall challenges to engaging parents • Face-to-face opportunities vs. website promotion • Need to balance promotion of the concept and of the tool • Advertising can be difficult to sustain • Current child care frame

  3. What is working?

  4. Parents want this • 96 percent of Minnesotans believe “parents should have access to the best available information to help them find quality places to prepare children for kindergarten According to 2010 poll by Decision Resources

  5. Marketing kits for all programs

  6. Materials tailored for target audiences

  7. Partners/community events spread the word • Used partnerships with Child Care Assistance, workforce centers, and cultural intermediaries • Trained scholarship pilot’s home visitors on basics of Parent Aware • Participated in community events and provided giveaways

  8. CCR&R system messaging aligned

  9. MELF advertising increased web traffic

  10. Why has not worked? • Staff time and capacity to continue consistent community based outreach • Uncertainty regarding expansion until recently • Ability to fund ongoing advertising and marketing • It simply takes time to build awareness

  11. What else is needed?

  12. Promotion to Grow With the Program • Rated programs will participate in focus groups designed to learn: Which strategies might better inform parents of Star Ratings. Which promotional materials inspired parent and community conversations.

  13. What else is needed? • Partners willing to advocate for the program • Systemic approach • Good data and evaluation

  14. THANK YOU! For more information: Ann McCully annm@mnchildcare.org

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